Emil Vicale, president of BBC (BBC) Design Group, used rapid prototyping technology (RPT) to build wax or plastic three-dimensional prototypes of his clients’ designs. But this same technology can be used to custom manufacture dolls. Shortly after September 11, 2001, Vicale Corporation, BBC’s parent company, purchased an e-commerce toy company. Vicale’s first action figure was made to honor the heroes who emerged from that event. Using RPT, he crafted a doll with the head of George W. Bush and the body of Arnold Schwarzenegger. Other figures followed. This case is about a design firm that used exploratory research to define a niche in the action-figure business. www.herobuilders.com
Emil Vicale, president of HeroBuilders.com Corporation, thinks entrepreneurial. His industrial design company, BBC Design Group, has been operating for more than 20 years. One cornerstone of his design business is an innovative technology called rapid prototyping (RPT). RPT allows a designer to go from 3D computer model to 3-D plastic or wax prototype in a matter of hours rather than the days, weeks, or months that prototypes using subtraction technology (carving) from wood, metal, or clay might take. As part of a growth strategy implemented shortly after September 11, 2001, Vicale finalized the purchase of an e-commerce toy company, ToyBuilders.com. This was his first venture into the manufacture of toys, although his design firm had done developmental work for toy companies in the past. Vicale made his first doll to honor an admired hero of 9/11. “The Our Hero doll (resembling George Bush) turned out great, but I basically did it for me,” shared Vicale. Over time, Vicale added to his personal collection of admired men with The Ally doll (resembling Great Britain’s prime minister Tony Blair) and the American Mayor doll (resembling Rudolf Gulliani, then mayor of New York City). HeroBuilders.com creates each doll by assembling a...
Please join StudyMode to read the full document